Dark blue lettering on a light pink and light blue cotton candy background.

Client

The New Museum

Year

2021

Location

New York

The New Museum
Soft Water, Hard Stone

The title of the 2021 Triennial, “Soft Water Hard Stone,” is taken from a Brazilian proverb, versions of which are found across cultures: Água mole em pedra dura, tanto bate até que fura (Soft water on hard stone hits until it bores a hole). The proverb can be said to have two meanings: if one persists long enough, the desired effect can eventually be achieved; and time can destroy even the most perceptibly solid materials. Building upon these ideas of resilience, perseverance, and soft power, a dynamic identity was created that is equal parts functional and lyrical in its execution.

Published by New Museum & Phaidon, 2021, Designed by Pacific, Hardcover, 9 × 11½ inches, 368 Pages, Edition of 1,500

White exhibition wall with dark blue title and wall text.
Installation shot from an exhibition at The New Museum. White rain barrels with various artworks replacing the lids, stacked against a wall. In the background there are five black and white images of trees hung on the far wall.
Dark blue velvet book cover with silver embossed lettering.
Open book with cream colored paper and black text on the right page.
Open book with cream paper. Black text covers the right page.
Open book with a centerfold image of a sculpture.
An open book with four photos of artworks in the page corners.
An open book with artwork images. The left page has three colorful images stacked in a vertical row. The right page has two images aligned vertically.
Open book with cream pages and two columns of black text. The right page has a single image at the top of the first column.
Interior subway ad that features dark blue text over a light pink and light blue cotton candy background.
Magazine ad that features dark blue text over a light pink and light blue cotton candy background.
Three subway ads in the 77th street stop. The left and right screens have an advertisement for an exhibition. The center screen shows an artwork in the exhibition.